Fertility care starts with trust

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ProVita Specialist Hospital has cared for patients in Tema, Ghana since 1985. Fertility, women's health, diagnostics, specialist surgery.

None of that came through online.

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Behind the new website sits a new hospital system with a patient portal, still being built. So the website had two jobs. Be the place a nervous first time patient lands. And be the front door to everything behind it.

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Key insight: People don't come to a fertility site to browse. They come with a question they might not say out loud. The site has to answer it before they ask.

Brainstorming before drawing

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Most of this project happened in conversation first.

• Working sessions with Egbemode Abayomi, so the website and the hospital system would feel like one hospital, not two products
• Brainstorming with ChatGPT to pressure test structure, page order and how to talk about sensitive treatments plainly
• Mapping who actually visits: first time patients, people already in treatment, and patients travelling from abroad
• Working out what the hospital would want to update on its own, without calling a developer

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One answer kept coming back: calm beats clever. Every page needed one clear next step, usually booking.

Rebrand and design system

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I led the rebrand, then built the design system in Figma with Abayomi: colour, type, spacing and around 40 base components. The hospital system uses the same one, so moving from the site into the portal doesn't feel like leaving the building.

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Designed with the portal in mind:

The Patient Portal button sits in the nav next to Book Appointment. Small detail. It tells existing patients where they belong.

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Content the hospital can run:

Ten CMS collections hold the site together: services and service categories, specialists and specialist categories, blog posts, categories and authors, patient resources, FAQs and legal pages. Adding a treatment or a doctor is a form, not a ticket.

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Custom code, built with Claude:

I used Claude to write the custom code Webflow doesn't do out of the box. Scroll reveals with GSAP, an auto playing services tab, a sticky patient journey timeline, an animated FAQ and a custom video control. All of it backs off when someone has reduced motion turned on.

Final thoughts and where it goes next

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The website and the hospital system behind it are still in progress. Right now I'm working on the admin side.

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What I'm taking from it:

• Design for the scared visitor, not the curious one
• Share one system across products from day one. It's cheaper than matching them later
• Use AI to think and to code faster. The judgement calls stay yours

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Credits

• Rebrand and Webflow build: Ekene Smart
• Website design and design system: Ekene Smart and Egbemode Abayomi
• Hospital system (patient portal, front desk, admin): a shared effort with Egbemode Abayomi
• Client: ProVita Specialist Hospital, Tema, Ghana

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The goal was never a prettier hospital site. It was a door people feel okay walking through.